Women prefer thin models - research

Women prefer thin models to those with fuller figures, new research claims.

Researchers found that two thirds of women reacted favourably to print advertisements featuring thinner female models.

The University of Bath study said those who preferred thinner models thought they were "more elegant, interesting, likeable and pleasant". Less than a third of the 470 female undergraduates questioned reacted favourably to adverts featuring larger models.

Professor Brett Martin, from the university's marketing group in the School of Management, said: "This study shows us why using thin models is a successful strategy used by advertising companies."

The study claimed that because the women preferred the slimmer models, they were more likely to approve of the products in the test adverts - up-market salads and gourmet hamburgers.

The women who preferred the thin models tended to believe weight can be controlled through diet and exercise.

The survey's results come after the organisers of last week's Madrid Fashion Week imposed regulations banning "super-skinny" models from the catwalks.

At the weekend, Culture Secretary Tessa Jowell said she "applauded" the decision, and urged the organisers of this week's London Fashion Week to do the same.

But Prof Martin said the study suggested that the idea that women would respond better to models of "average" build was wrong. He said: "Women who believe that weight can be controlled by taking exercise and dieting believe that a thin model has succeeded in controlling her own weight and is someone they can relate to. These women tended to be thinner.

"They also believe the model to be more likeable and pleasant too - an idealised version of themselves, in fact. The fact that the model endorses a certain product means that they feel that product must also be a good one and are more inclined to buy it."